1.
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Estonian Veteran Policy

2.
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Background
• Historic
legacy:
• In
Soviet
=me
only
WW
II
Red
Army
veterans
were
considered
veterans
• Wanted
back
their
status
–
organisa=ons,
annual
gatherings
around
Bronze
soldier
• In
Soviet
=me
WW
II
German
and
Finnish
veterans
were
repressed
• Wanted
to
raise
their
status
–
freedom-­‐fighters
organisa=ons,
gatherings
• No
proper
name
for
Estonian
DF
veterans
of
interna=onal
opera=ons
• Russia-­‐affiliated
organisa=ons
of
Afghanistan
War
veterans
aQempts
to
engage
new
veterans

3.
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FOR
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Veteran policy
• Veteran
is:
• everyone
who
has
par=cipated
as
member
of
DF
in
Interna=onal
military
opera=ons
• WIA
with
long-­‐term
consequences
on
opera=ons
or
in
service
• Support
• LiTed
public
status
• Grassroot
organisa=ons
• Before,
during
and
aTer
opera=ons
servicemen
as
well
as
family
are
supported
• Tax
reliefs
• Medical
rehabilita=on
carried
out
near
homes
• For
handicapped
soldiers
op=ons
for
service
con=nua=on
are
provided
• Veteran
is
life=me
status.
• Social
guarantees
do
not
apply
to
persons
who
are
convicted
in
crimes
against
state

4.
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Communication
• Veterans
Day
–
23APR
(St.
George
Day)
• Memorial
• Charity
–
Carolin
Illenzeer
Founda=on
• Permanent
exhibi=on
in
Estonian
Military
Museum
• Veterans
as
a
theme
of
defence
educa=on
in
public
schools

5.
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2015
• Photo
contest
• Blue
Hepa=ca
charity
• Blue
Hepa=ca
Run
• Veterans’
shoo=ng
compe=on
• Services
in
churches
• Charity
Dinner
• St
George
Day
service
in
Estonian
military
memorial
church
• „A
mug
of
beer
with
comrades“
• Veterans
Rock

6.
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FOR
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Veterans Rock
• Veteranirokk
FB

7.
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SIIL 2015 (Hedgehog 2015)

8.
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Background
„Every
quill
counts“
Largest
ever
Estonian
military
exercise
since
WW
II.
Largest
military
exercise
in
Nordic-­‐Bal=c
region.
Previously
level
of
par=cipa=on
on
reserve
exercises
has
been
too
low.
SIIL
as
landmark
for
reputa=on
of
reserve
army
and
strength
of
na=onal
defence.

9.
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FOR
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Mission
„Conduct
image
campaign
IOT
guarantee
par=cipa=on
of
reservists!“
(then)
MG
Riho
Terras
CHOD
FEB2014

10.
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FOR
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Planning
March
2014
• Objec=ve:
Society
supports
reserve
army
• Goals:
1.
Reservists
par=cipate
(incl
SIIL)
2.
Rela=ves
support
par=cipa=pon
3.
Norma=ve
public
support
to
par=cipa=on
• Target
Audiences
1.
Reservists
19-­‐34
ys/old
2.
Parents
and
partners
of
reservists
3.1
Estonian
public
in
general
3.2
Empolyers

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Planning
• Analysis
of
TAs
• Informa=on
channels
• Lifestyle
• Beliefs
and
opinions
regarding
defence
forces
and
reserve
exercises
• Important
symbols
• Vulnerabili=es
(important
themes;
preferences;
weaknesses;
info
suscep=bility)
• Behavioural
paQerns
• Worries
regarding
reserve
exercises
• Our
capability
to
change
understanding
and
behavior

12.
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OFFICIAL
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Campaign
• Channels
• TV
• Radio
• Public
Address
systems
in
shopping
malls
• Screens
(outdoor,
shopping
malls,
Port
of
Tallinn,
Olerex
gas
sta=ons)
• Print
posters
in
shopping
stores
• Social
media
(Facebook,
TwiQer)
• Cinemas
• Universi=es
(print
posters)
• Print
and
online
mass
media
• Direct
pos=ng
(booklet
about
SIIL)

13.
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„nontraditional“
• Godparen=ng
hedgehog
Konnat
in
Zoo
• Mercedes-­‐Benz
GD
in
Tallinn
Airport
• Badges

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ONLY
Central – www.facebook.com/Siil2015
Period:
August
2014
–
May
2015
Followers:
6600+
72%
Men,
28%
Women
55%
followers
in
primary
TA
(18-­‐34
yo
men;
reservists)
36%
in
2nd
and
3rd
TA
(rela=ves
and
broader
public)
IMPORTANT:
agile
interac:on

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www.facebook.com/Siil2015
Raising
followers
Con=nous
and
changing;
in
correla=on
with
other
campaign
elements
Weekly
reach
at
the
beginning
of
exercise
Most
popular:
1. Cinema
clip
No
2
(baQle
ending)
(reach:
177
000;
428
shares)
2. Clip
„Reservist
–
rockstar“
(reach:
127
000;
more
than
1800
shares)
3. Malev
clip
No
1
(Libery
is
not
an
egg)
(reach:
120
000;
542
shares)

16.
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Media campaign
• Launching
14
mo
prior
to
exercise:
• Stories
in
mainstream
media
• Defence
media
channels
• Most
ac=ve
phase
prior
to
exercise
and
during
SIIL
• Everything
was
connected
to
SIIL
(e.g.
Unit
prepares
for
SIIL)
• During
exercise
–
embedding
and
interviews
• Main
spokespersons:
Commanders
and
reservist
with
various
background
• Own
material
for
special
SIIL
portals
in
mainstream
online
• Defence
narra=ve
and
messages
dominated
• Reservists
disseminated
defence
messages
while
arriving
to
forma=on
points
• No
major
nega=ve
stories

17.
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Media coverage 01JAN – 12MAI

18.
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Media coverage 04MAI – 15MAI
Period
04.05-­‐15.05.2015
Media
type
stories
Total
612
Online
305
Television
57
Tonality
Radio
129
Controversial
11
Dailys
45
Nega:ve
3
Regional
papers
71
Neutral
310
Thema=c
papers
0
Posi:ve
288
Weeklys
5
Magazines
0

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Coverage tonality 04MAI – 15MAI

20.
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End-state
Stated
objec:ves
:
• Par=cipa=on
90%
• Suppor=ve
aqtude
on
SIIL
FB,
commentaries
and
public
behaviour
(private
companies,
land
owners,
voluntary
contributors)
Collateral
results:
• Employers
support
reservist
(at
least
20
companys
preserve
payment
for
exercise
=me)
• Suppor=ng
aqtude
of
media
channels
• Posi=ve
feedback
and
engagement
on
FB
(incl.
ques=ons,
hints,
photos)
• Broader
public
feedback
on
FB
(incl
ques=ons,
praise,
feedback
on
spoQed
units,
ac=ve
sharing)
Probable
results
(clarified
later):
Enhancement
of
defence
image,
enhancement
of
reservist
reputa=on;
raise
in
defence
will;
larger
par=cipa=on
in
further
exercises;
overall
strenghtening
of
na=onal
defence

21.
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Results
• Statoil
(-­‐20%
hot
dogs
and
hamburgers)
• Novelty
items
• SIIL
on
cartoons
• Agencys
and
companys
suppor=ng
exercise
par=cipants

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Social media

23.
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Lõpp